Building a Sales Process That Closes 40% of Leads

Why Process Beats Talent in Sales

Some contractors are natural salespeople. They can walk into any home and close the deal. But most contractors aren't—they're craftspeople who happen to need to sell.

Here's the good news: a structured process can make an average salesperson perform like a good one, and a good one perform like a great one. Process is the equalizer.

The contractors who close 40%+ of their leads aren't doing anything magical. They're just following a system while everyone else wings it.

Phase 1: Pre-Appointment Prep

Most contractors show up to appointments cold. Big mistake. The 10 minutes before you knock on the door can determine whether you close.

What to Know Before You Arrive

• Lead source — How did they find you? (Informs their expectations)
• What they requested — The specific service or problem
• Previous notes — Anything from the initial call
• Property info — Zillow/Redfin for home age, size, value

Mental Preparation

Review your goals: What outcome do you want? Ideally, a signed contract. At minimum, clear next steps with a timeline. Never leave without knowing where you stand.

Phase 2: Discovery (30% of Your Time)

This is where most contractors fail. They launch into their pitch before understanding what the homeowner actually wants.

The goal of discovery: Understand their situation, their pain points, their timeline, and their decision-making process.

Discovery Questions That Work

• "What made you decide to look into this now?"
• "How long has this been an issue?"
• "What would a perfect outcome look like for you?"
• "Are there any concerns you have about the project?"
• "What's your timeline for making a decision?"
• "Is there anyone else who needs to be part of this decision?"

Listen more than you talk. Take notes. Show genuine curiosity.

Phase 3: Presentation (40% of Your Time)

Now that you understand their needs, present your solution in a way that addresses what they told you.

The Structure

1. Recap their situation — "So you mentioned the roof is 20 years old and you've been noticing some leaks..."
2. Present your recommendation — Explain what you'd do and why
3. Show your differentiators — Why you vs. competitors
4. Walk through the process — Timeline, what to expect
5. Present the investment — Price, payment options, financing

Handling Price

Don't apologize for your price. Don't start with discounts. Present confidently. If they're the right customer (quality-focused, not just price-shopping), they'll respect a premium option.

Related: Why Exclusive Leads Close Better Than Shared Leads

Phase 4: The Close (20% of Your Time)

Closing isn't manipulation—it's helping the customer make a decision they've already indicated they want to make.

The Direct Ask

"Based on everything we've discussed, are you ready to move forward?"

Then wait. Let them respond. Don't fill the silence.

Handling Objections

Most objections are one of three things:

• "I need to think about it" — Ask what specifically they need to think about. Often reveals the real objection.
• "I want to get other quotes" — Ask what they're hoping to learn from other quotes. Sometimes you can address it right there.
• "It's more than I expected" — Discuss financing, phased projects, or reframe the value.

If They Don't Close Today

Get a specific follow-up commitment: "When should I check back with you? Tuesday or Wednesday?" Then set a reminder and actually follow up.

The Follow-Up System

Most sales require multiple touchpoints. If you don't close on the first visit, you need a follow-up system.

• Day 1: Thank you text/email after the appointment
• Day 2-3: Follow-up call as agreed
• Day 7: If still undecided, check-in with value-add (warranty info, project example, etc.)
• Day 14: "Just wanted to make sure you have everything you need to make a decision"
• Day 30+: Monthly check-in for long-term prospects

Related: The 7-Day Contractor Follow-Up System

Common Sales Process Mistakes

Mistake #1: Pitching Before Discovery

If you don't understand their needs, your pitch is generic. Generic pitches don't close.

Mistake #2: Not Asking for the Close

Many contractors present, answer questions, and then say "Let me know what you decide." That's not closing—that's hoping.

Mistake #3: Discounting Too Fast

When someone says "That's expensive," inexperienced salespeople immediately offer a discount. This trains customers to push back and devalues your work.

Mistake #4: No Follow-Up

50% of sales happen after the 5th touchpoint, but most contractors give up after 1-2. Systematic follow-up wins deals.

The Bottom Line

A 40% close rate isn't about having the gift of gab. It's about:

1. Prep — Know who you're meeting and what they need
2. Discovery — Ask great questions and listen
3. Presentation — Address their specific needs, not your generic pitch
4. Close — Ask directly and handle objections
5. Follow-up — Persist systematically

Run this process on every lead and your close rate will climb.